Partytrick Makes Event Planning Effortless for Busy Moms & Brands - Virginia Frischkorn founder interview, episode 156
Discover key insights from Virginia Frischkorn, founder of Partytrick.com, on creating authentic, effortless experiences for moms—and how brands can better connect with this influential audience.
EP 156. What do moms really need from brands? Spoiler: it's not just more inspiration—it's easier execution! In this episode, host Sarah Panus chats with Virginia Frischkorn, award-winning event planner and founder of Partytrick.com, about the changing needs of moms and how brands can actually help. Dive into real talk about supporting moms at every stage, building authentic brand collaborations, and turning everyday moments into memorable celebrations (without all the stress!). Whether you're a marketer, founder, or curious parent, you’ll walk away with actionable insights for connecting with moms, making their lives easier, and earning their loyalty. Get ready to rethink your content strategy—and maybe plan your next get-together with this party planner in your pocket.
Redefining “Help” for Moms: Execution Over Inspiration
Marketers have long known that moms hold incredible influence over household (and even broader) purchases. But as Sarah Panus, host of the Marketing With Empathy® podcast, reveals in her conversation with Virginia Frischkorn, inspiration isn’t what busy moms are lacking today—it’s execution. Too often, moms are overwhelmed with ideas but lack the time or bandwidth to bring them to life amidst their jam-packed schedules.
Frischkorn, an acclaimed event planner and fellow mom, created Party Trick after confronting this very pain point. Her platform acts as a “party planner in your pocket”—a tool designed not to simply spark ideas but to provide moms with the step-by-step support and resources they need to effortlessly execute memorable gatherings.
“Moms don’t necessarily need more inspiration. They need execution of curated experiences. They need something seamless and easy, something that makes them look good but doesn’t take so, so much effort,” Frischkorn shares.
Meeting Moms Where They Are: Adapting to Life Stages
Frischkorn points out that moms aren’t a monolith—needs evolve rapidly as children grow. This means brand marketers must understand and recognize the shifting roles mothers inhabit, from orchestrating birthday parties for toddlers to quietly producing team potlucks for tweens and teens.
At each life stage, the stressors and responsibilities change, and so does what moms appreciate from the products and services pitched to them. Flexibility, time-saving, and simplicity are consistent values that build lasting loyalty.
“At every stage, moms are juggling more than one audience... if the product doesn’t help her look good and save her time and create something meaningful, then what are you trying to sell for?” Frischkorn stresses.
Simplicity is Not a Luxury—It’s Essential
Streamlining decisions and minimizing “option overload” goes a long way toward making moms feel empowered. The transcript highlights a central truth: clarity over complexity leads to action. Marketers should consider the decision fatigue that comes from juggling multiple roles and tabs (literal and metaphorical), striving to offer 1-2-3 levels of clear, actionable steps.
When Party Trick removes the guesswork—timelines, reminders, and curated product links—the result is more than just a successful event; it’s a confident mom who feels like the hero of her family and social group.
“The magic’s really in removing decision fatigue, making people feel empowered to execute quickly, confidently. So simplicity—don’t give a million and a half decisions, it’s just too many,” says Frischkorn.
Authentic Brand Collaborations: Enhancing, Not Interrupting
Another crucial takeaway for brands is how to authentically embed their products into experiences. Too often, sponsored integrations can feel forced or disruptive. Party Trick partners with brands in a way that feels organic—integrating products within curated event “blueprints” that serve a clear purpose and solve a real problem for the user.
Examples like a wellness brand collaboration for a stay-at-home spa night or a wine brand’s themed dinner blueprint show that when the product genuinely enhances the experience (not interrupts it), audience engagement and sales follow.
“The collabs that work the best don’t interrupt it, they’re just enhancing it… so it fits the vibe, solves a problem, allows you to level up,” Frischkorn explains.
Celebrating the Everyday: The Power of Small Moments
Perhaps most heartening is Party Trick’s commitment to elevating not just life’s major milestones but the everyday moments—game nights, brunches, Taco Tuesdays. Moms want to create joy and connection with their families, but it’s often the bite-sized, stress-free wins that count for the most.
Supporting moms in these daily moments builds trust, fosters brand loyalty, and creates community. As Frischkorn says, “If we can support moms in those everyday moments, make their everyday a little bit easier, not just the milestone—that becomes where we become the party trick up her sleeve.”
The Takeaway for Brands: Empathy, Solutions, and Real Connection
To win with moms, brands need to:
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Respect their time and intelligence.
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Remove barriers to execution.
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Offer solutions that make moms look and feel good.
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Shift from generic inspiration to actionable support.
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Embed products authentically in experiences.
Ultimately, understanding—and acting on—what moms really need is the marketer’s superpower. As Sarah Panus closes, “Empathy isn’t just a buzzword, it’s your marketing superpower.”
Ready to transform how your brand connects with moms? Lean into empathy, and start by making her life easier, not busier.
LINKS MENTIONED IN THIS EPISODE
- Connect with guest, Virginia Frischkorn on social at:
- Party Planner In Your Pocket (aka Partytrick) Website: www.partytrick.com
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ABOUT MARKETING WITH EMPATHY PODCAST HOST, SARAH PANUS
Marketing With Empathy® is the podcast for brands that want to target & engage mom customers. Moms influence or control 85% of ALL household purchases, but without the right content strategy many brands are missing out on sales. Sarah Panus helps busy marketers build clear content plans that reach more moms – and other key customers – to drive more leads and sales. Top 5% of all podcasts, and member of Marketing Podcast Network.
With 20+ years of experience, Sarah understands how hard it is to juggle all the demands coming at you. She’s a mom, content marketing strategy consultant, Certified StoryBrand Coach, 2x podcast host of Marketing With Empathy® and KEEP KIDS SAFE, a speaker, and owner of Kindred Speak®. Sarah’s helped clients of all sizes including: Sleep Number, SHEFIT, American Express, LegalZoom, Katie Couric Media, Thrive Global, Nestle Waters, Lindt Chocolate, Starbucks, Western Green, JHL Turf Pros, Christos Bridal, University of St. Thomas, American Heart Association, + numerous small businesses.
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